The holidays bring cheer, new memories, and the excitement of finding the perfect gift. LTK’s 2025 Holiday Consumer Study provides the insights you need to make this season truly shine.
Turn to LTK's "Trends That Will Shape the Rest of 2025" webinar as your go-to Creator playbook for holiday marketing campaigns, and let these key insights guide your strategy for the months ahead.
IN THIS ARTICLE
- Effective placements for user-generated content
- Partnering with Creators that match target audiences
- Holiday gifting – to loved ones and oneself
The Top 6 Trends to Guide Your Holidays
‘Tis the season for holiday wishes, shopping ... and inflation? LTK digs deep to examine key trends to support consumers and your Creator efforts during the biggest shopping moment of the year and beyond.
1. UGC thrives with Creator personalization
A substantial 77 percent of consumers trust Creators because of their honest reviews. The more consumers rely on them, the more Creators need to show up across the buyer’s journey. In fact, three out of every four consumers want to see Creator content while shopping, especially across:
- Product pages
- Ads
- Emails
- Social media on mobile
- QR signage
- In-store tablets
Key tip: 92 percent of LTK shoppers have made an in-store purchase based on a Creator video. Leverage LTK user-generated content (UGC) to save money and extend your content’s lifetime.
2. Bigger screens, bigger impact
“Omnichannel” no longer simply means ads across media. Cultural moments, such as streaming shows, TikTok trends, and sports, are influencing purchases via Creators for 85 percent of the population. Not so surprising: Gen Zers and millennials are fully on board, wanting even more Creator content integrated into streaming and connected TV (CTV).
Key tip: 61 percent of LTK users are influenced by streaming shows to purchase through Creators. Incorporate LTK CTV and expand the reach of your holiday marketing campaigns.
3. The era of “me media”
The media we consume and the voices we give our attention to are usually relatable in some way. So it’s no surprise that consumers follow Creators who are similar to and reflect themselves. Most gravitate toward local Creators, with 67 percent returning to content from those voices to find recommendations.
Key tip: Simplify holiday shopping by combining LTK targeted placements and LTK Boost to personalize recommendations and improve targeting.
4. Wrapped in trust
Creators are more than just a different source of engagement. Consumers are more confident in their content than traditional advertising and reward that trust by following Creators they align with and the brands they endorse. The holiday study proves this is true across both LTK users and the general population:
- LTK users showed a 34 percent year-over-year increase in their trust of Creators.
- 70 percent of the general population buy products based on Creator recs.
Key tip: Consumers find Creator content most helpful in search results, streaming TV, and brand sites. Develop an LTK 360 strategy that combines long-form videos and UGC in places such as product pages to foster storytelling and build consumer trust.
5. Give one, get one
Shoppers are buying just as much for themselves as they do for loved ones, with 89 percent of consumers planning to do so during the holidays. In particular, Gen Zers and millennials plan to shop entertainment, fashion, and beauty/personal care for gifts and self-purchases – closely mirroring LTK’s top-clicked categories from October to December.
Key tip: Shoppers can’t resist a deal. Combine LTK Campaigns, targeted placements, and boosting to share Creators’ holiday festivities – from favorite things parties to holiday stock-ups – and promote offers.
6. Stock up
Between inflation and supply chain issues, consumers are turned off by out-of-stock products. More than half of shoppers are expecting shortages to impact their 2025 holiday shopping, with differing views of how to handle it:
- 43 percent plan to start shopping by September.
- 61 percent want Creators to suggest alternative products.
Key tip: An omnichannel approach works to expand purchase options. Use Creator placements and LTK placements to promote alternatives to sold-out items and restocks and boost content for high-inventory items.
Sleigh the Holiday Season with LTK
Shoppers will be out in full force soon. Wondering how your brand can make the most of Creator collaborations? Reach consumers on their terms, from UGC in spaces across the shopping journey to partnerships that reflect your target audience. Explore the webinar on demand for more insights and get started on your holiday marketing campaigns with LTK.
